If there is a hoax involving anything in the sky, Astronomy staff members will receive questions about it. Do you remember the “Mars as big as the Full Moon” prank?
Lately, I’ve received a few inquiries asking if “moonvertising” is real. This comes from recent billboard and web advertising from the firm Goodby, Silverstein & Partners. This tongue-in-cheek campaign claims Latrobe Brewery Co. will use a ginormous laser to place the Rolling Rock Brewery logo on the next Full Moon.
Will you see the Rolling Rock logo during the next Full Moon? Only if you look at a bottle of the pale ale.
That better be one big laser and logo if the advertisers want naked eyes to see advertising on an object hundreds of thousands miles away. Something tells me that the military would accomplish this feat before a brewery.
I think they picked the wrong phase. Wouldn’t you rather try this during the New Moon? Sunlight reflected by the Full Moon would wash out the logo.
I suppose when a company sells beverages that taste like something run through a boot, you have to rely on gimmicks rather than confident statements about products quality. Watch any brewery television ad if you want further evidence.
Ironically, this advertising device is about a product whose usage distorts your vision and makes you more stupid — 12 fluid ounces at a time. You’re more likely to see two Moons rather than a logo on the Full Moon if you drink enough Rolling Rock.
Despite the erroneous advertising, I’m glad most reader e-mails I received were negative. People want the Moon to remain pristine. I wish most folks were this angry about light pollution.